Eyetracking
Eyetracking is the process of measuring eye positions and eye movements. Eyetracking uses infra red technology that shows where a pupil is by reflecting light off the retina of the eye. It's embedded in the monitor so no need for headsets or uncomfortable headwear.
Benefits of this service
Eyetracking can be used to assess search efficiency, branding, online advertisements, navigation usability, overall design and many other site components.
Advantages
- Can show you patterns of eye movement for users
- Will reveal what is being looked at and what is being ignored on key pages
- Adds detailed, quantitative data to the usability testing process
- No training or particular coordination is required of normal users
- Helpful for usability studies to understand users interact with their environments
Disadvantages
- Can be expensive to co-ordinate as testing has to be lab based
- Questioning users is limited in order to generate the best results for the heatmaps
- Eyetracking doesn't tell you why a user looked at something on the page so it's important to follow up eye tracking studies with discussions
The approach
We help you understand which aspects of your materials draw the eye, grab attention and get remembered as well as those which are overlooked which is just as important!
The process
We can host the eyetracking sessions using the latest in eyetracking technology from Tobii (the company that makes the eye trackers).
The deliverables
We would typically look to deliver the following to your organisation as part of the Eyetracking sessions that we run.
Video - edited video clips of the most informative parts of the testing. This includes the onscreen eye movements mapped out as well as footage of the end users reactions and commentary.
Report - that describes the purpose of the study, a description of the procedures, a summary of the findings, and perhaps most important, the significant themes that emerged within and between testing sessions.
Presentation - an oral presentation communicating the most important findings and recommendations.
Need some more information?
If you would like to learn more about how we can help you run your eyetracking session then please call us or email us below and we would be happy to help out where we can.
We are ready to answer your questions right now, so please contact us by telephone on +44 (0) 207 168 7526 or drop us a quick email info@spotlessinteractive.com and we will do our best to help you with any questions you might have.
